The 2020 US presidential race is becoming a digital-first campaign as the coronavirus pandemic cuts candidates off from traditional organizing and in-person events.
On the surface, President Donald Trump has the edge over Democrat Joe Biden because of the incumbent’s extensive digital infrastructure and large social media following.
But Biden has been stepping up his digital presence and is getting a boost from a handful of outside organizations seeking to counter Trump’s messaging on social platforms.
Both sides agree that digital will play a critical role in the 2020 White House race as social media have taken the place of rallies and door-to-door campaigning.
“The digital campaign has always been important. What has changed now is that it’s the only show in town,” said Republican digital strategist Eric Wilson, who has no direct role in the Trump campaign.
Wilson said the Trump campaign’s experience since 2016 means it has a head start while Biden has been slow to embrace a digital strategy.
“Voters are consuming politics as entertainment and Biden doesn’t seem to grasp his role as a social media influencer and doesn’t see any interest in changing that,” Wilson said.
Trump has some 81 million Twitter followers compared with 5.8 million for Biden, and similar advantages on Facebook and other platforms.
But Biden and an array of progressive organizations have been working to flood the internet with messages to neutralize Trump and his supporters.
‘Air cover’ for Biden
Digital advertising for the 2020 election is expected to reach $1.8 billion, according to research firm Advertising Analytics, which boosted its estimates by 13.5 percent due to the pandemic.
The progressive policy group Acronym and its political action committee Pacronym have pledged a $75 million digital campaign to bring out voters for Biden.
“Since last August we started to counter what we knew would be a sophisticated digital operation by President Trump,” said Acronym founder Tara McGowan.
“We wanted to provide air cover for whoever the Democratic nominee would be since we knew the nominee would have a time and resources deficit.”
Research by the group found a 3.6 percentage point drop in Trump’s approval rating among “persuadable voters” who have seen Pacronym’s digital ads.
Acronym’s analysis of online ad spending showed Trump has spent over $62 million on Facebook and Google advertising since the 2018 midterm elections, compared with $21.9 million for Biden.
But the analysis showed Biden and progressive groups began outspending Trump and his backers in early May on Facebook, and narrowed the gap on Google.
“I don’t think the candidates themselves need to be as comfortable on social media as much as they need to hire experienced digital staffers,” McGowan said.
“We’ve seen the Biden campaign make leaps and bounds in their digital strategy.”
The digital battleground
Other groups are also active: the large Democratic party organization Priorities USA is pledging to spend $150 million to defeat Trump, with at least $40 million in digital.
The newly formed political action group Defeat Disinfo plans to use paid influencers on social media and counter misinformation before it goes viral.
“My experience is that the total share of volume of conversation about a candidate is driven not by the campaigns themselves but by media, activists and other organizations,” said Alan Rosenblatt, a Democrat-aligned digital strategist with Unfiltered Media and an adjunct professor at George Washington University.
“That’s where the battlefield is and these groups can have a tremendous impact.”
Rosenblatt added that Biden “has a lot of headroom to grow” on social media while Trump has probably maxed out with a social media army which has a considerable number of automated accounts or “bots.”
Both campaigns will be testing the limits of online platforms’ policies on manipulation and microtargeting, as Trump ramps up his war of words against Silicon Valley platforms.
“The shift to a digital focus in the 2020 election means online disinformation and propaganda will become more widespread and more potent,” said University of Texas professor Samuel Woolley, who researches computational propaganda.
Woolley’s research suggests campaigns are increasing their use of geolocation tools which can surreptitiously gather information about voters using their smartphones.
“Campaigns can find out which people are going to a gun range, to church or to Planned Parenthood, and they can turn that into actionable information,” Woolley said.
“They might send messages out to try to get people to vote, or to discourage people from voting.”
Jeffrey Chester of the Center for Digital Democracy warned of privacy concerns as political campaigns adopt technologies from digital marketers using location data and predictive analytics.
These targeting tools raise the same issues as the Cambridge Analytica scandal over private data being used to fashion psychological voter profiles.
“You are going to see artificial intelligence and machine learning used to make predictions about voters,” Chester said.
“The campaigns are using all the latest tools to influence voters under the radar, and it’s completely unregulated.”
Reporting and photos: AFP
Emirates undertakes largest known fleet retrofit project
Emirates has kick-started its plans to upgrade the entire interior cabins of 120 Airbus A380 and Boeing 777 aircraft – two of the largest commercial aircraft types in service today.
This ambitious project, representing a multi-billion dollar investment to ensure Emirates’ customers “fly better” for the coming years, officially commences in November and is managed entirely by Emirates’ Engineering team.
The target is to completely retrofit four Emirates aircraft from start to finish every month, continuously for over 2 years. Once the 67 earmarked A380s are refreshed and back in service, 53 777s will undergo their facelift. This will see nearly 4,000 brand new Premium Economy seats installed, 728 First Class suites refurbished and over 5,000 Business Class seats upgraded to a new style and design when the project is complete in April 2025.
In addition, carpets and stairs will be upgraded, and cabin interior panels refreshed with new tones and design motifs including the iconic ghaf trees which are native to the UAE.
No other airline has handled a retrofit of this magnitude in-house, and there’s no blueprint for such an undertaking. Therefore Emirates Engineering teams have been planning and testing extensively, to establish and streamline processes, and identify and address any possible snags.
Trials began on an A380 in July, where experienced engineers literally took each cabin apart piece-by-piece and logged every step. From removing seats and panelling to bolts and screws, every action was tested, timed and mapped out. Potential impediments to completing the installation of Emirates’ new Premium Economy Class or the retrofit of the remaining three cabins in just 16 days were flagged and documented for expert teams to review and address.
As part of the programme, new purpose-built workshops will be set up at Emirates Engineering to repaint, re-trim and re-upholster Business and Economy Class seats with new covers and cushioning. First Class suites will be carefully disassembled and sent to a specialised company to replace the leather, arm rests and other materials.
From the trials, Engineers discovered several unexpected solutions for instance: that existing food catering trucks could be easily repurposed to move parts destined for refurbishment from the aircraft to the workshop for their refresh, as these vehicles had doors of the right width and offer sufficient space.
Until the retrofit programme starts in earnest in November, a cross-disciplinary team has been assembled to regularly review the planning process, address any issues, and track updates on various aspects of the project such as procurement, staffing, and training.
Emirates’ new Premium Economy cabin class, which offers luxurious seats, more legroom, and a service to rival many airlines’ business offering, is currently available to Emirates customers travelling on popular A380 routes to London, Paris, Sydney. More customers will be able to experience the airline’s new Premium Economy cabins starting from year end, as the retrofit programme picks up momentum.
Eleanor helps over 30 Maldives hotels elevate guest services
Eleanor has been named as one of the top 10 concierge software providers globally.
Based on accurate, timely reviews from real users, the HotelTechAwards rank the world’s best hotel software firms and products and it also provides hoteliers direct access to a growing network of hotel technology professionals and decision-makers.
“The guest experience is the cornerstone of our platform. Our unified resort wide solution, Eleanor, has been built for resorts off the back of many years working in the industry and addresses the needs of both Sales and Marketing departments and perhaps just as importantly, the operational requirements of the team on the ground at the property. The days of resorts working with disjointed systems are now behind us,” says Darren Caple, co-founder and CEO.
“We are on a mission to make the guest’s resort experience as easy and as frictionless as possible. Whereas traditional providers in the market have come at this purely from a guest communication perspective, our background in resorts has allowed us to combine this basic requirement with the streamlining of operational processes. The result is truly a resort wide solution that removes the need for countless different systems to be deployed.
Eleanor allows resorts to deliver consistent, superior service levels to guests across all stages of their journey with contactless features helping to alleviate sensitive touch-points in the post pandemic period. More than 30 properties in the Maldives use our Eleanor platform to help butlers and guest services elevate the guest experience. These properties are seeing an increase in incremental revenue by over 30% and operational efficiencies of 600+ man hours per month. We are also beginning to roll out the platform in some Caribbean properties!”
Eleanor is making waves in the hospitality industry by pushing the conventional limits of what a resort guest app can achieve through its unique ability to facilitate direct bookings for services and activities. The traditional ‘request to book’ feature that is common amongst almost all other hotel apps is removed by a power booking and operational platform sitting at the heart of the solution that covers all the resorts’ departments. It’s this module which realises enormous operational benefits and insights for the resort.
“We, at Eleanor, are humbled and honoured that our clients have provided such positive reviews. Feedback from our clients, partners and hoteliers are incredibly valuable for us and we will continue to improve our offering and services”, said Caple.
To celebrate this success, Eleanor is currently offering resorts a free one month trial, together with free setup and training and discounted monthly fees.
Eleanor, founded in 2018 and has its headquarters in the United Kingdom. Created from over 15 years of hands-on expertise, Eleanor allows resorts to deliver consistent, superior service levels to its guests across all stages of their journey with contactless features helping to alleviate sensitive touch-points in the post pandemic period. Eleanor also helps to unlock operational efficiencies and boost incremental revenue and guest loyalty.
Hotel Tech Report’s Best Concierge Software 2022 Runner Up, reviewed as a preferred and reliable hotel software product by the global hotelier community.
For more information, visit www.eleanorapp.com.
Emirates’ recruiters scour the world for cabin crew talent with 30 city stops
Emirates, the world’s most global airline, is seeking talented people with a passion for service to join its award-winning cabin crew team.
As air travel returns with a vengeance, the airline’s recruiters are busy meeting and hiring candidates in 30 cities from now until the end of June. In this latest drive, Emirates’ teams will travel from Australia to the UK, and dozens of European cities in between, as well as Cairo, Algiers, Tunis and Bahrain.
Abdulaziz Al Ali, Emirates Group’s Executive Vice President for Human Resources said: “There’s no more exciting airline than Emirates for anyone interested in a flying career, and we’ve received tremendous interest since we began our recruitment drive for cabin crew in November.”
“While parts of the application process are done online, we always make the effort to meet our candidates in person whenever we can, and that is why our Talent Acquisition team is doing a whirlwind 30-city tour over the next 6 weeks to assess prospective candidates.”
Emirates’ truly global cabin crew team represent 160 nationalities, reflecting its customer mix and international operations in over 130 cities on six continents.
All Emirates crew are based in the exciting cosmopolitan city of Dubai, with company-provided accommodation, tax-free salary and more benefits.
Interested candidates can read more about the Emirates cabin crew role, and apply online at: https://www.emiratesgroupcareers.com/cabin-crew/
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